Partners to replace CRM

The county's local authorities have brought in the partnership to help find a Customer Relationship Management (CRM) solution to replace the one they have been using since 2003. The existing system was a market leader eight years ago but now requires great effort from partners in carrying out the development needed to support efficient, effective and customer-focused shared services.

CRM products ease pressure on the back office by giving service advisors the information they need to deal with most enquiries straight away. In some cases,  CRM can allow back-office systems to be switched off. Where it is not possible to resolve the customer's enquiry in the front office, CRM has the technology to route requests to the correct back office area automatically with the correct level of importance and priority.

The CRM project will give partners a modern solution that enables:

• More effective management of information relevant to the customer
• Better sharing of service information within and between councils
• Streamlining of back office systems.

Project executive Steve Sankey, from Stoke-on-Trent City Council, said: "The new system will enable us to provide better and more consistent customer service while joint procurement will save us money and help protect vital frontline services in challenging economic conditions".

It is likely that a preferred system will be procured next April, with implementation taking place for Stoke-on-Trent, Newcastle-under-Lyme and the County Council in August, September and October respectively. Recognising the shared services rolled out by some partners, Lichfield and Tamworth would be brought on line in December 2012, followed by Cannock Chase and Stafford Borough in January 2013, and East Staffordshire and South Staffordshire in February and March.

Staffordshire Moorlands is considering its options with strategic partner High Peak Borough Council.